A few years ago, best-selling author and wizard-ninja hybrid Seth Godin said, “content marketing is the only marketing left.” The industry took him at his word. Over the last decade, marketers have devoted ever more time and energy to creating content.
This year, 76% of B2B marketers plan to produce more content next year than this year. Only 2% plan to produce less.
As someone who creates content for a living, I find this trend encouraging. As a marketer who wants my content to be seen, the content explosion presents a challenge.
Seth expanded on his statement in an interview with Contently this year: “Real content marketing isn’t repurposed advertising; it is making something worth talking about.”
Every piece of content we produce as marketers makes an implicit promise to our audience. From beginning to end, each asset that is researched, created and published should be interesting, relevant, help solve a current pain point. The content will be informative, easy to read and provide value.
The more relevant readers of your blog content, the more opportunities to attract, engage and convert those readers in your online sales efforts.